FBIF2019 Successfully Held in Hangzhou - Agenda

2019 AGENDA
Global Innovation, Powering the Future
Food & Beverage Innovation Forum | April 23rd
-25th
Hangzhou International Expo Center

Forum Highlights
PlenarySession CEO Grand Meeting
Product Innovation A Product Innovation B Marketing Innovation Innopack Food & Money
Product Innovation A Product Innovation B Marketing Innovation Innopack Food & Money
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Protein Drinks
Craft Beer
Coffee
Tea
Top 10 Innovative Food
Companies
Entertainment Marketing
Super-tech &Retail
Offline Retail
ChannelInnovation
Cold Chain E-Commerce
Vending Machine Mode
Market Different
Consumption Upgrade
Embrace New Retail
F&B Brands Overseas
Expansion
Agricultural Market
Organizational Structure
Optimization
Bottled Water Session
HPP TechnologySession
Innovation Trend Analysis
Innovative Snacks
Sugar &Chocolate
Nuts Snacks
Matcha
Business value of design
Design strategy of food giant
Art &Business
Digital printing
Material innovation
Talking wine labels
Package decision power
workshop
Design for the future lifestyle
F&B Startups M&A
FB Innovation Incubator
Create an Excellent Brand
CategoryChoice &Innovation
Retailers &Brands
3G Capital
Hi Founders!
Forum Highlights PlenarySession CEO Grand MeetingCEO Grand Meeting Product Innovation A Product Innovation B Marketing Innovation Innopack Food & Money
Open Innovation
Internationalization of
China's Domestic Brands
EnterpriseTransformation
Marking Awards Ceremony
Yogurt
High-end Trend
Organic Infant Formula
Plant-Based
Hello Foods Prize Ceremony
April 23rd
April 24th
April 25th

2019
08:02
08:05
09:05
10:05
FBIF Opening Remark
Address from Conference Chairman
OPPORTUNITY PLATFORMS TO WIN WITH THE FUTURE CONSUMER
Food Show Touring &Tea Break
Aalt Dijkhuizen, President Dutch Topsector Agri & Food; Former President&CEO, Wageningen University&Research
Isabella Hsu, Founder &CEO, Simba Events
World pace of innovation is accelerating more and more and the food industry needs to pre empty how the future will look like in order to drive innovation. This presentation will take audience through some
minutes of imagination and facts that describes the signals about how the future Food &beverage industry supply chain will look like and how consumers are reacting during this journey, using examples from all
over the world. The objective is to open mind and describe consumers trends using real cases, to explore how a brand can be successful in such complex dynamics utilizing product cases as an example.
Gisele Gurgel, Director Global Business Information and Insights, Tetra Pak
Helen Luan, General Manager ofTencent Marketing Solution, Tencent
PlenarySession · April 23rd
09:35 Succession after facing difficulties, from operating to sales: the Chinese smart way of global food and drinks industy
14:30 Innovation accelerate BusinessTransformation
1.New Nestle Incubator Model- to explore white space (can introduce more how we create XingShan &MuscleHunt brands)
2.Beyond Product Innovation (Nestle XiaoAi)
3.Communication and media innovation (Nestle Breakfast Campaign)
Nini Chiang, CMO, Greater China Region, Nestle (China) Ltd.
11:40 How Do Food Giants RealizeTransformation, Growth and Arrange for the Future by CVC(Corporate Venture Capital)?
Many foreign food giants have set up venture capital funds to cope with the changing consumption patterns, on the one hand, looking for new categories through investment or M&As, and on the other hand,
promoting business transformation and continuous growth. For example, PepsiCo Ventures Group is focusing on strategic investments and M&As, and has invested in or acquired brands such as Naked, Izze,
One Coconut and KeVita.
1. What are PepsiCo's insights into current trends and future plans?
2. How can food giants achieve multi-functional business strategy development through incubation and CVC?
3. What is the biggest challenge for food giant doing incubation and CVC?
4. How do you help innovative start-ups achieve scale growth?
5. How do the giants get along and coexist with the small, beautiful companies they invest in?
Daniel Grubbs, Managing Director, Pepsico Ventures Group, PepsiCo.
12:25 Luncheon
08:20 FBIF2018 Continued: On the Internationalization of China's Domestic Brands
We are living in an age when digital networkconnects everyone and everything all over the world. The question that what is really an internationalized companyworth more considering.
1) Where do the challenges come from while Chinese brands go global? 2) How to build and enhance the cultural awareness of the brand?
Moderator: Aalt Dijkhuizen, President Dutch Topsector Agri & Food; Former President&CEO, Wageningen University&Research
Panelist: Edward Y.M Zhu, CEO, Co-founder CHIC Group, CHIC Group, Holland Center;
Zhou Li, Secretary of the Board, Ph.D, Nongfu Spring;
MayankTrivedi, President &CEO, Nestlé Xiamen Yinlu Foods;
Yubiao Liu, Vice President of Ausnutria Dairy (China) Co., Ltd.; CEO of Hyproca Bio-Science Co. Ltd
ChiefTalk
Keynote Speech
Keynote Speech
Forum Highlights PlenarySession PlenarySession B Product Innovation A Product Innovation B Marketing Innovation Innopack Food & Money
11:05 Embrace Open Innovation, Welcome New Growth
For packaged food companies, this is a tough time as consumers are gradually turning their attention to a healthier lifestyle and looking for more fresh foods. Thus, the sales of packaged foods, such as instant
soup, cereals, carbonated beverages and chips are suffered with severe impact. The market and business environment are advancing forward rapidly while internal innovation within big companies seems to
lag behind. Therefore, it seems to be a good approach for companies to seekexternal innovation or joint innovation.
Moderator: Aalt Dijkhuizen, President Dutch Topsector Agri & Food; Former President&CEO, Wageningen University&Research
Panelist: Dr. Olaf Gruess, Technology Manager &Global Connector, General Mills, Inc.
Craig Katerberg, Head of M&A and Corporate Development, Asia Pacific, Anheuser-Busch InBev
Panel Discussion

2019
17:00
15:05
18:30
Closed
Packaging design is the first method to present a brand's personality. As Asia-Pacific witnesses the most consumption of FMCG packages, F&B industry is the heaviest package user. As
the social consumption era comes, we see lots of brands wild about improving their packaging designs and upgrading their brand images. In FBIF platform where gathers strong high-
level international power, Marking Awards was born for marking global best F&B packages. As a F&B package design award initiated in China while targets the global, Marking Awards is
responsible for discovering and praising brilliant F&B packaging designs, and encouraging communication between local and global design power. Finally, it aims to improve F&B brands'
aesthetic cognition, drive faster package innovation and most importantly, integrates resources to offer distinct design help to players in the package value chain. Marking Awards 2019
received more than 500 designs from 200 global brands and agencies. During the past two years, we have recommended design agencies to brands for more than 30 times, among
which 8+ collaborations were settled and 5+ projects can be found in the market already.
Hosts:
Shushu Li, Awards Director, Simba Events
Christophe Pradere, CEO &Founder, BETC Design & BETC Asia
Juries
Ximena O'Reilly, Global Head of Visual Identity &Design, Nestle Grant Li, Creative Director, L3 Branding Experience Design Center
Sophia Nadur, Global Food and Drink Innovator &Tg Green Tea Creator, Ideas 2 Launch Ltd Xavier Cortadellas, Gatorade Senior Director Innovation &Design, PepsiCo
Fan Chun, Founder &CEO, Hotdesign Sun Lingli, Business Development PMO, Mars Wrigley Confectionery
Rene Chen, Partner, JKR Shanghai Peng Chong, Founder, Pesign
David Jaggi, Director Global Strategic Initiatives, MARS WRIGLEY CONFECTIONERY Christophe Pradere, CEO &Founder, BETC Design & BETC Asia
Gene Zhao, Head of Global R&D,AP-N, SIG Combibloc Joan Josep Bertran, Founder &Director, JJ Bertran Studio
Hernan Braberman, Executive Design Director, Tridimage Lina Su, Associate Director, Design Asia Pacific, Mars Wrigley Confections
Somchana Kangwarnjit, Owner(Executive Creative Director), Prompt Design Stepan Azaryan, Founder &Creative Director, Backbone Branding
Paul Williams, Partner &Creative Director, Springetts Brand Design Consultants Limited Gary Yip, General Manager, Brandimage
Benton N. Sauer, Vice President &Managing Director Asia &Executive Creative Director, LPK Asia Isabella Hsu, Founder &CEO, Simba Events
Kang Weijie, Vice President, Shenzhen Oracle Creative Design Co.,Ltd Ho Jin Lee, Engineering Director, Coca-Cola Company APAC R&D
Pang Wenyan, General Manager, Qinwei Design Mark Dziersk, Partner, McKinsey Design
Marking Awards 2019 Ceremony- The Global Annual F&B Package Design Ceremony
Forum Highlights PlenarySession PlenarySession B Product Innovation A Product Innovation B Marketing Innovation Innopack Food & Money
PlenarySession · April 23rd

2019
07:00 Forum Signup
TIPS: CEO Session, as a high-level closed-door meeting with targeted audience. In this part, instead of a keynote speaker, we will invite three to five industry opinion leaders
and top executives from CPG brands to share together on the stage for each topic. Each participant can freely pose questions to these guests with his own understanding
and ideas, thus completing the discussion.
14:00
14:45
15:10
16:10
Is Consumption Upgrade a “FutureTense” or “Present ContinuousTense”?
How Can Food and Beverage Producers Benefit from the Digital Transformation of the Laboratory?
Where’s the road for Chinese F&B brands overseas expansion?
Opportunities and Challenges in the 10 Trillion Agricultural Market
News such as slower economy growth, trade war, RMB depreciation and stock market turbulence has made statesmen and business leaders around the world worried and anxious, as if the miracle of Chinese economy
were interrupted abruptly and hard times around the corner. However, although the overall economy has not been optimistic in recent years, it’s interesting that Chinese consumers have maintained a surprisingly strong
and resilient confidence. With consumers becoming more and more mature and critical, the age of market growth in general is graduallycoming to an end. Consumption patterns have been shifting from buying products
to buying services, and from buying mass products to buying high-end goods. Even so, it’s still hard and one-sided to summarize a country’s consumption trend with a single word or phrase, such as consumption upgrade
or downgrade. Because consumer demands begin to be differentiated with the growing gap between social classes. Yes, we admit that it’s a formidable challenge for consumer goods companies to win in the Chinese
market. However, onceyou win,you will receive considerable economic return.Therefore, how willyou upgradeyour product/brand underthis complex and changing context?
Moderator: Isabella Hsu, Founder &CEO, Simba Events
Panelist: Jingyue Wang, Co-founder, Baicaowei Tenghe Hu, Managing Director, CITICPE
Food and beverage legislation has evolved significantly in recent years, responding to the increased challenges of our diverse and globally complex food chain. Food-borne illnesses, adulteration and increased
contaminants have impacted public confidence around food safety. China’s risk-based Food Safety Law 2015 (FSL 2015) brings together elements of European, US and Brazilian legislation while also addressing
specific challenges facing the Chinese market. The enhanced regulations will provide increased assurances for consumers as well as some challenges for producers. Many food producers are leveraging digital
technology, such as Laboratory Information Management Systems (LIMS), to ensure product quality, consumer safety and brand security. We’ll look at why digitization is important, specifically focusing on how
food and beverage laboratories are utilizing digital technologies to do the following:
· Ensure full traceabilityfrom raw materials to finished product release
· Combat food adulteration and promote brand protection through industry best practices for counterfeit product identification
· Expedite qualification and quantification of contaminants, unknowns and markers with the latest lab instrumentation and data management solutions
· Identify product quality issues and their root causes before inferior or potentially damaging products are released to market
Lewis Choi, Vice President, Digital Solutions China, Thermo Fisher Scientific
China has become the second largest economy in the world. However, the awareness of Chinese brands in the international market is surprisingly low. According to the Best Global Brands 2018 released by
the world’s largest branding consultancy Interbrand, Huawei Technologies was the only Chinese brand that entered the top 100 list. Meanwhile, Chinese business schools have still paid more attention to the
cultivation of “hard” skills in business management, and there are few courses on “soft” skills such as cross-cultural economic activities. However, western companies just do the opposite as they have entered
the global market and engaged in economic activities with people of different nationalities in different regions far earlier. With hundreds of years’ accumulation, the culturally “soft” skills have been deeply rooted
in their blood. In these situations, what are the obstacles to the internationalization of Chinese brands? This time, instead of a literal answer, we will invite the bravest F & B brands who have expanded overseas to
share with us their best practices and practical applications.
Moderator: Alick Zhou, President of Ipsos China, Ipsos;
Panelist: David Zhang, CEO, Shanghai Totole Food Ltd; MayankTrivedi, President &CEO, Nestlé Xiamen Yinlu Foods
This is an exciting topic. But it’s not our intention to discuss about deep agricultural technologies such as planting potatoes on Mars, applying IoT technology to agriculture activities, or quantifying the use of water. Let’s talk
about agriculture and brands. First, let’s lookat a set of data: Zespri has produced over 3 billion kiwifruits annually and sold them to 53 countries around the world. In 2015, the company’s annual sales reached 10 billion yuan,
accountingfor33% ofthe global kiwifruit market.Today, thecompanyhas undoubtedlybecomethe leading kiwifruit brand in theworld.Then,whyisthis10 billion kiwifruit brand born in New Zealand ratherin China, the kiwifruit’s
original place? When talking about ourfavorite strawberrybrand, whycouldn’t we blurt out a name, just like Zespri the kiwifruit brand? According to Frees Fund, the three keypoints for branding agricultural products are large-
scaled productionwith steadyquality, convenientcirculation and categoryroomforupgrading productsorchannels atthedemand side. Ifso,wherecanwefind opportunities andwhat arethechallenges?
Moderator: Huang Hai, Principal, FREES FUND
Panelist: Zhou Li, Secretary of the Board, Ph.D, Nongfu Spring; Kathy Chen, Business Development Manager, Australian Consulates-General;
Guo Qi, VP, MissFresh; Co-founder, TCA Venture Capital; Himanshu Chaturvedi, Country Head, Olam
CEO Grand Meeting · April 23rd
Forum Highlights PlenarySession CEO Grand Meeting Product Innovation A Product Innovation B Marketing Innovation Innopack Food & Money

2019
Aalt Dijkhuizen, President Dutch Topsector Agri & Food; Former President&CEO, Wageningen
University&Research;
Zhou Li, Secretary of the Board, Ph.D, Nongfu Spring;
Zhu Hongbo, President, Fujian Qinqin Co., LTD.;
Jason Yu, General Manager in China, Kantar Worldpanel;
Beatrice Chen, General Manager, JDE China;
Patrick Mannion, Managing Director, Innova Market Insights;
Edward Y.M Zhu, CEO of CHIC Group&Co-founder of Holland Center;
Xiao Lu, Managing Director, Valio Shanghai;
Aaron Gong, China Brand Division Manager Director, Aland Group;
Arco Hui, Chairman, Fujian Qinqin Co., LTD.;
MayankTrivedi, President &CEO, Nestlé Xiamen Yinlu Foods;
Jason Chen, General Manager, DMK China;
David Zhang, General Manager, Oatly Shanghai Co.,Ltd;
Vivienne Ouyang, Chief operating officer, CHIC Group;
Takumi Kato, General Manger, SHANGHAI EZAKI GLICO FOODS CO., LTD;
Chen Hongxin, CEO, WISSUN;
Cai Pipeng, General Manager, PANPAN FOODS;
James Zhou, North Asia CEO, LDC(China) Trading Company Limited;
Zheng Liangping, Marketing Director, PANPAN FOODS;
Benjamin Liu, BEO, Nestlé;
Yin Ziyu, General Manager, Gebrüder Wollenhaupt GmbH;
JackSong, General Manager, Chaucer Freeze Dried;
Wang Zun, Vice President, Hillhouse Capital;
Zhenchang Hu, President, Hangzhou Zheda Baichuan Biologic FoodstuffTechnology Co.,Ltd.;
Joyce Zhou, Vice President, Hillhouse Capital;
Jia Lihui, General Manager, Deepure;
Shen Jingkai, VP; North Asia, PureCircle;
Leo Liu, President Asia Pacific; WILD Flavors & Specialty IngredientsADM Nutrition , ADM
(Shanghai) Management Co., Ltd.;
Andy Zou, President, Greater China, Aptar China;
Yan Xiaofeng, GM, Supershot Co.,Ltd.;
Lu Wei, General Manager, Guangdong Sheng HeTang Health Food Co., LTD.;
Yuan Xiaoqin, Chairman, SHANGHAI H&K FLAVORS&FRAGRANCES CO., LTD;
Hong Jie, CEO, China Resources Verlinvest Health Investment Limited;
Liang Dingyuan, Vice GM, GuiLin Rice Noodle ;
Gui Changqing, Chairman, Wugumf;
Cui Zihong, Water Business Unit Manager, UNI-PRESIDENT ENTERPRISES (CHINA) INVESTMENT CO., LTD.;
Xiao Guoxun, CEO, Shenzhen Love's Kitchen NetworkTechnology Co., Ltd.;
Zhou Luhao, SVP &China Managing Director, Shanghai Nature' s Sunshine Health Products Co., Ltd.;
Feng Yuhong, R&D Supervisor, HANGZHOU WAHAHA GROUP Co., Ltd.;
Sun Xuyou, CEO, Shanghai Cestbon Cosmetics Co., LTD.;
Leo Liu, President Asia Pacific, WILD Flavors & Specialty Ingredients, ADM Nutrition, ADM (Shanghai)
Management Co., Ltd.;
James Zhou, North Asia CEO, LDC(China) Trading Company Limited;
Tan Cuifang, Chairman, Hunan ChangchengmintpacTechnology Co., Ltd;
JackSong, CEO, MORE-V FLYING EAGLE FARM INVESTMENT CO.,LTD(USA);
Neil Liu, CEO, Weixian Tianjin IntelligentTechnology Co., Ltd.;
George Liu, CEO, Frutacloud;
Johnson Li, GM, Bairun;
Stone Shi, Partner, Ascendent Capital;
Tony Wang, Vice President&Marketing Operation Officer, Bekannter RoboticsTechnology Co.Ltd.;
Lin Jinsong, General Manager, Davis-Standard (Suzhou) Plastic Packaging Machinery Co., Ltd.;
Sun Jun, Chairman, Deqing Jiajun Beverage Co., Ltd.
Mr. Stephane Ducroux, Chief Commercial Officer, PureCircle
Xu Yongjin, CEO, Foshan Sanshui Jianlibao Food Co.,Ltd
CEO Grand Meeting Participants
CEO Grand Meeting · April 23rd
17:10
17:30
Closed
CEO Dinner

09:00 Functional Yoghurt: Not onlyTasty, but more Inspiration
Chinese consumers are paying more and more attention to the intake of dairy products, be their quality or
quantity. Reports from Mintel indicate that health claims with “added” and “reduced” are the decision-making
factors that make consumers most willing to pay for a premium. However, our domestic market of health
functional food is still flawed and imperfect, whilefunctionalyoghurt products in othercountries (such asJapan)
have a relativelycomplete system and the crazeforthese products continues.
· What do these functional food development strategies bring to us ？
· How do we achieve accurate positioning by segmenting and in-depth research on consumer groups?
· What exactly is product innovation?
Satoru Ozaki, Chief Clerk, Co-Creation Center, Meiji Holdings Co., Ltd.
2019Product Innovation A · April 24th
Address from Chairman
Fermented Foods: Points from DuPont
11:00
11:35
09:40
10:15
12:05
08:25
08:30
14:00
14:45
18:30
15:15
16:00
17:00
Small Molecule Functional Protein Ingredients in 5G Era
The Rise and Innovation of Organic Infant Formula
New Development Opportunities for Dairy Products under the
Consumption Upgrades
Luncheon
Plant Power- Evolution of the plant-based yogurt
Plant Protein Drinks-Opportunities and Challenges
Closed
Concentrated Milk- Concentrate the Next Innovation Wave
In the coming 5G high-speed information era, the market of functional food and beverage will become larger
and larger, and become the focus of consumer choice on the basis of eating and drinking well. Small molecule,
functional protein, as ingredients market upstart, has more and more varieties. Functional diversification has
become the mainstream. Antioxidant? Regulating immunity? Anti-aging? No one wants to get sick. We all
know that prevention is the best policy. Who doesn't want to live 10 years longer! But how? We have selected
three futuristic functional protein ingredients to introduce to you, to explore with you how to meet the needs of
consumers in the era of 5G functional protein ingredients and their applications. Looking forward to helping you
develop hot style products!
Dr. Zhang Shaohui,，Shanghai JiaoTong University College of Agriculture and Biology
Professor, Bor S. Luh Food Safety Research Center Associate Director; GO PEPTIDES General
Manager
With the advent of global organic era 3.0, the organic food share of many developed countries has started
to rise sharply. Chinese citizens are gradually forming the organic awareness. Luckily, in infant formula field
where food security is of great importance, the organic infant formula has become a dark horse, rapidly taking
a place in consumers’ hearts. In 2018, the sales volume of organic infant formula boosted, reaching 46.8% in
Chinese market, which was far higher than the average growth rate (16%). It is estimated that, in the next two to
three years, the scale of organic infant formula is highly possible to break10 billion yuan. Among global options,
Ausnutria finally chooses organic milk sources with high quality in Netherland and creates an overall organic
industrial chain pattern with innovative thoughts.The overall scientific management, from Netherland’s organic
milksources to production, is approved by the European Union, Netherland and China. Nowadays, consumers’
demands indeed change rapidly, however, both channels and consumers approve the marketing innovation
of Neolac organic infant formula. The industrial chain, marketing model and brand innovation of Neolac infant
fomula make Neolac become a rising starstep bystep in smaller branches of organic infantformula.
Yubiao Liu, VicePresidentofAusnutria Dairy(China) Co., Ltd.; CEOof Hyproca Bio-ScienceCo. Ltd
The increasing number of popular words like high-end products, craftsmanship, etc. shows the continuing
trend of product upgrading. With the increasing public concern on the health as well as the improving living
standards, consumers' pursuits for the upgrading dairy products, one of their daily necessities, are also greatly
changing. Anyconsumption upgrading innovations, in aspects of positioning, contents, packaging and designs,
or even the consumption scenarios, inspect the consumer insights. Which will be the next opportunity for dairy
consumption upgrades?
Ice Hu, Cluster Marketing Services Director, Tetra PakChina
Jessica Chen, Marketing Director, China, AAK Plant Based, a seemingly unfamiliar term, is actually not far away from the Chinese market. There
is no shortage of diversified selection on raw material in term of soybean, walnut, almond, coconut,
peanut and sesame. But how about the application diversities? Whatcan theChinese market learn
from the more than decade-long prosperityof various plant-based products in North America and
other markets? According to the 52-week data by the end of June 2018 from Nielsen, the growth
rate of plant-based fermented products, especially plant-based yogurt, is as high as 55%. How did
this productdevelop in the past? What kind of remarkable products available in the market now can
enlighten us in the new product development? What is the development stage of this product in
China?The looming prospectofthiscategorymade "food people"full ofendlessexpectations.
• Market DataAnalysis • Productevolution and development • Classicexamples around theworld
Hu Weibin,Sales &Marketing Manager, PULAUSAMBUSINGAPORE PTR LTD
The market has witnessed a sweeping tide of plant protein drinks. More and more players have
entered the market, from soy milk, peanut milk, oatmeal and coconut milk, to new plant protein-
based drinks and their fermentate. According to Innova Market Insights, sales of global non-dairy
protein-based beverages reached $16.3 billion in 2018, with plant protein-based yoghurt growing
at a significant rate. However, plant protein-based drinks and the fermented products generally
sufferfrom flavor and mouthfeel defects, especiallyfrom new plant protein-based dairyproducts.
In order to give plant protein-based drinka satisfying flavor and memorable taste, we in Firmenich
leverage global research, development and application technologies, and specializing in offering
tailor made solutions. A numberof case studieswill be presented and discussed.
Dr. Dong-Fang CHEN, Vice President R&D Asia Pacific, FIRMENICH AROMATICS
(CHINA) CO. LTD.
Gao Xingming, R&D ANDTECHNICAL DIRECTOR, Panda Dairy
Dairy Products Dairy Products
Juries: Charles Yang, Chairman– China Region,Tingyi (Cayman Islands) Holding Corp;
Cao Yongmei, Managing Director of the Manufacturing Department, Want Want China;
Alick Zhou, President of Ipsos China, Ipsos;
Colin Ni, Founder &General Manager, Lindys Food Consultant;
Leon Zheng, Founder&CEO, RegulatoryAI Technology Co. Ltd.;
Yin Xiaomei, Senior Director Global Innovation Commercialization, Firmenich Aromatics
(China) Co.,Ltd;
Bin, Chief executive, Halmana Food Technology (Shanghai) Co., Ltd;
James Win, Consultant, Hangzhou Zheda Baichuan Biologic FoodstuffTechnology Co.,Ltd.;
Qian Zhang, Design &Packaging Innovation Manager, Mars;
Hu Ice, Marketing Director, Tetra PakChina;
Sena, Project development manager, Lepur Dairy;
Amy Song, Director, Tea/Herb product development and research at Coca-Cola Services, Coca-
Cola Company;
Gautam Seth, Vice President, Nielsen Innovation Practice North Asia;
Hu Weibin, Sales &Marketing Manager, PULAU SAMBU SINGAPORE PTE LTD;
Li Meiqiu, Technical Director, PULAU SAMBU SINGAPORE PTE LTD;
Amy Wong, Food Writer, Asia Design Management Forum;
Susan.Jin, Product line leader probiotics, biopreservation, dietary fiber and breast milk
oligosaccharide ingredient, Asia Pacific, Dupont Nutrition & Health
Hello Foods Prize Ceremony
Fermentation is traditional, fashionable and innovative. With healthier image, fermented foods especially for fermented dairy
products carried most imagination and expectation for consumers. Fermented foods have come a long way with innovation, from
ancient times to today. However, only differentiated innovation can impress today's consumers. Products with regional, healthy,
functional, snacking, convenient, personal, and cross-border features, .are all important ways of differentiation. Innovative LAB
cultures (incl. starter cultures and probiotic cultures) bring not only taste & texture, but also health benefits such as immune
health, weight management and bone health, in addition to the wellknown digestive health for consumers. Today, the concept
of probiotics is so popular, while visibility, interest & fun, and personalized health benefits beyond digestive health are constant
choices for food and beverage applications. Let DuPont helpyou create more differentiated, cross-border, versatile and supreme
fermented foods.
Susan.Jin, Product line leader probiotics, biopreservation，dietary fiber and breast milk
oligosaccharide ingredient, Asia Pacific, Dupont Nutrition & Health

2019
08:40
11:50
09:25
10:30
10:00
12:30
11:10
08:35 14:30
15:15
17:00
16:15
Will Protein Water Be a Good Concept?
New brand's breaking-through from industry giants of Chinese
Baijiu, How Kaishan positioning top brand of new style super
premium baijiu through product innovation
Whole-bean Soymilk: Breaker of Chinese Soybean Milk Market
Taste For Good
Luncheon
A Wider Popularity Gene Embedded in the Niche Craft Beer
Changing Flavors of Coffee and Tea
“Coffee+” —The coming Age of Extraction for
infinite possibilities
Closed
2000 Year Old Kombucha Tea - Revitalizing the
Functional Foods Category Worldwide by Providing Better Options
for Health-Minded Consumers
“Protein” plus “fitness and bodybuilding” is a good combination, and “fitness and bodybuilding” plus “water” is a good
combination. As exercise and fitness market is prosperous nowadays, will the new combination of protein and water become
popular?
Bo Zhang, Founder and general manager, Healstec Innovative Formulation
While the focus on taste preference in foods had been driven by the quest for indulgence, in the recent years, taste has
become increasingly the most effective lever to drive healthier and more sustainable eating habits, touching consumers of
all demographics. The presentation will give an overview of the recent developments in food reformulations for improved
nutritional quality, and will use sweetness as an example to illustrate the convergence of benefits of such initiatives. The
particular relevance to China will be central.
Imad Farhat, Global VP Taste, Firmenich
There are many giants in Chinese Baijiu industry. Top players have weakness while new challengers reflected a pioneering
character already. Kaishan’s original aspiration is to solve the bottleneck of premium Baijiu drinking habit by new generation
of consumers. And Kaishan is also aiming a higher brand value in this terascale RMB baijiu industry.
Tang Wei, President&CEO, Kaishan Wine &Spirits Co.,Ltd.
Definition of Whole-bean Soymilk: All soybeans are transformed into soybean milk after ultrafine processing, and no
soybean dregs are produced.
Breakthrough Advantages of Whole-bean Soymilk over Traditional Soybean Milk: It is friendlier to manufacturers,
consumers and the environment. The waste disposal costs and raw material costs are greatly reduced, the products are
healthier with high fibre and the tastes are also better, and there will be less impact on the social environment.
Orientation and Product Concept of Whole-bean Soymilk: The basic national nutrition in the era with excess calorie; the
convenient light diet for anytime and anywhere; the specialized healthy soybean milkfor the olds.
The Unique Consumption Scenario and Value System of Whole-bean Soymilk: It expands the soybean milk category from
basic breakfast nutrients to health and substitute meals, breaking through the limit of the traditional soymilk's low value.
The Technological Breakthrough of Whole-bean Soymilk: It uses special technologies like the ultra-fine processing,
viscosity control, product stabilitywithout stabilizer system, and flavor optimization without essences.
Processing Solutions of Whole-bean Soymilk: Effectively coordinating the whole program to finally make breakthroughs.
Plant-based Yoghurt with the Base Material of Whole-bean Soymilk: The Substantive V Change of the Soybean MilkValue.
Tony Zhang, PSE Cluster Category Leader-Beverage, Tetra PakChina
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Jacky Chen, VP FL China, Firmenich Aromatics (China) co.Ltd
Coffee and tea are two of the most popular beverages in the world second to water. Consumer interest continues to grow
globallyfor both brewed and ready to drinkcategories primarily due to their natural positioning and desired health/functional
benefits. Estimated global market value across brewed and RTD categories in 2018 is $112 billion for coffee and $97.6 billion
for tea (Innova’s Food Metrix 2018 Forecast). Coffee and tea are the original flavor infusions linked to cultural traditions in
key geographies. Today, their combined global reach has expanded beyond the traditional cup to more convenient and
innovative forms catering to the changing needs of consumers globally. Moreover, the use of coffee and tea as flavors or
ingredients have surged across other food categories.
This presentation will review the changing flavors in coffee (beyond the three waves: convenience, specialty, premiumization)
and in tea (beyond Camelia sinensis to non-tea teas) and their presence in global trends on self-care, convenience,
occasions, crafted and customization. Moreover, it will explore the evolving changes in coffee and tea market in China
as consumer mindsets are also diversified. The innovation space for both coffee and tea is wide open. Takasago’s flavor
technologies can be leveraged to cater to growing consumer demands for authentic flavor profiles, desirable product
benefits and new product experiences.
Dr. Dulce Paredes, V.P., Global Consumer Insights and Market Research of Flavors
Division, Takasago International Corporation
Currently, the growth of global coffee market is slowing down and China has become the most important market for coffee
consumption, with the high growth rate up to 15%, which is only 2% in the global market. With such a development trend in
the domestic market, products with specialty, freshness and high quality as well as the new consumption power are all rising.
Under this environment, what do consumers exactly need?
Due to the consumption upgrading, the coffee market in China is growing rapidly, bringing structural opportunities for new
retail coffee. Mellower Coffee links up the world's rare coffee plantations and create a unique system for the whole industrial
chains of the specialty coffee, varying from the initial seeds to the final cups. With the professional and dedicated attitudes,
Mellower Coffee is trying to provide consumers with high-quality coffee products in multiple forms.
BIB Coffee Extract, which is portable and can be used for quickly and easily making coffee drinks in various environments, is
greatly changing the whole coffee industry.
Jackie Zheng, Vice President, Mellower Coffee Co.，Ltd.
When most of the innovative healthy &functional beverages disappear quietly from dusty shelves due to no money from their
founders or no passion from retailers, Kombucha, the 2000 year old Chinese tea is thriving in North America. From 2012 to
2017, RTD Kombucha increased tenfold. In 2015, it accounted for a third of all functional beverages in the American market.
In 2016, its expansion speed reached 41% and its market value was expected to reach $1.8 billion US dollars by 2020.
Consumers in the Asia-Pacific region are increasingly demanding more and more probiotic and nutrient dense beverages.
Meanwhile, they still enjoy sparkling drinks. Kombucha seems to meet this demand with a tangy flavor and natural
effervescence that tastes good on the tongue and provides a good feeling. How did this vinegary drink become so popular in
the US? Will China be the next country to experience the Kombucha trend?
Hannah Crum, Founder &President, Kombucha Kamp/Kombucha Brewers Intl
Beverage Beverage
Craft beer has enjoyed worldwide growth and sparked a revolution in the beer category. What exactly is the driving force
behind this success? Compared to large mostly Lager beer brands, these artisanal beers have created closer connections
with consumers, through authentic stories and people. The founder and brewmasters are continuously listening to the
consumer feedbackto innovate, expanding the boundaries of what beer can mean to people. Craft beer embraces creativity
and unlimited taste experience, with a spirit of craftsmanship. In recent years, Chinese consumption of craft beer has
maintained an increase rate of over 40%. Craft Beer has quickly become a symbol of Millenials’ insatiable interest for new
sensory experiences. Craft beer often brings a strong sense of place, creating strong bond with the local communities.
How does craft beer appeal to consumers? How does the market go through the taste transition period smoothly? How do
microbreweries evolve to scale up and keep up with the demand?
Jerome Pellaud, VP Global Craft &Specialties, ZX Ventures
Nicolas Morelli, Craft and Specialties VP APAC North, ZX Ventures
Product Innovation A · April 25th
Keynote Speech
On-SiteTasting

2019
The western world prefers sparkling water, soda water and mineral
water than Chinese do. How does this come into being?
A NEW WAY TO LOOK AT BRANDING
About HPP session on FBIF 2019
Closed
Leveraging HPP technology via strategic partnerships and in-
branding in the Beverage industry
Exploring innovation and HPP applications in
beverages, dairy and snack meals
In the new media landscape, how do middle and high-end mineral
water brands communicate with consumers?
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Topic Value: China’s local governments have invested heavily in green industries, but their
lack of awareness of the water industry causes policies and marketing directions to be vague.
Things happened in the areas such as Changbai Mountain, Wudalianchi and Tongren, Guizhou
are very typical. Apart from that, domestic bottled water companies are confronted with the
challenge to build consumer awareness when developing the above-mentioned three types of
water. In conclusion, local governments need policy-making guidance, and companies need
successful cases to refer to , which Europe offer the best model
Jean-Pierre Deffis, President of the European Bottled Water Federation(EFBW);
Former General Manager for Danone Waters; Former President of the French
Bottled Water Association
To create a brand, you have to define and build its fundamental equity on a modern and
evolutive way. But it’s not only about that, it’s also about its product innovation and its dynamic
activation in order to set an alive and attractive brand culture. Christophe Pradere, CEO &
founder of BETC Design & BETC Asia, will uncover the secret of brand curation by introducing
how BETC helped to reposition and reinvent BADOIT, an iconic but aging water brand under
Danone, through 8 years of collaboration.
Christophe Pradere, CEO &Founder, BETC Design & BETC Asia
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Bin Xue, VP of R&D, Chic Group
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Bin Xue, VP of R&D, Chic Group
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Aalt Dijkhuizen, President Dutch Topsector Agri & Food; Former President&CEO,
Wageningen University&Research;
Edward Y.M Zhu, CEO of CHIC Group&Co-founder of Holland Center;
Chris, Ole’ Purchasing Dept Food, Merchandise Manager, China Resources
Vanguard Co., Ltd.;
QUAN LI, Partner, Clearvue Partners
Extending freshness and optimizing supply-chain efficiencies using HPP technology in the
Juice sector
Introducing the process differences between HPP and NFC Juice production
Comparison of Vitamin C retention in HPP and NFC Orange Juice
The advantages of extended shelf life of 90-120 days for planning, warehousing, production
and logistics function
Ability of HPP process to use globally sourced ingredients & raw materials harvested at
their peakfor premium quality consistency
Ability of HPP process to give ‘global reach’– able to export fresh beverages globally due to
extended shelf life
Ability of HPP process to open up e-commerce channel due to extended shelf-life
The cost advantages of HPP as relates to minimizing shelf life write-offs
The advantages of HPP processing versus on-premise fresh squeezing
Simplify preparation and presentation
How HPP ‘locks away’ and protects the authenticity of the raw ingredients and why this is a
key differentiating factor &competitive advantage for our strategic partners
Food safety advantages of HPP
Consumer satisfaction with taste and quality of HPP Juices and repeat purchase
Chic Group’s 10 years+ of investment into HPP technology
How China’s leading juice brands can benefit from strategically partnering with 源自 INVO
How on-premise and QSR chains benefit from strategically partnering with 源自 INVO
Millennial consumer trends and search for natural &authentic foods &beverages
Growing consumer awareness of HPP products and their influence on consumer choice
HPP is more widely used in the production of F&B products, including fruit tea, cold blew
coffee, milk, nut milk, soup, sauce and so on.
Topic Value: It has been urgently needed for the traditional mineral water brands, like Wahaha, Yake,
NongfuSpring andCoca-Cola, tomaketransformation and producemiddletohighend products. But,
do theyclearly understand consumers’ expectation for these products?The large and medium-sized
mineralwaterbrandsusuallyspend hugemonryon marketing buttheeffectsarehard tobeevaluated.
In contrast, new media can be a veryefficient tool. But the keyis how the brands use this tool to save
money and increase efficiency. Would the power of community-centric marketing and a fan economy
alsoapplytothemineralwaterindustry?Theanswerisyes. However, asdifferenttypesofmineralwater
hasdifferentpropertiesandconsumptionscenarios, theyrespectivelyhavedifferentmarketing tricks.
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CathyGu, Founder, Koala Marketing
AnalysisofthecurrentmineralwaterconsumptionanditsrelevantstandardsinEuropeandAmerica
WhatroledoesthegovernmentplayinthedevelopmentoftheEuropeanandAmericanwaterindustry?
HowdoEuropeanandAmericanwaterbrandsbuildconsumerawareness?
Formiddletohighend mineralwaterbrands, howdotheybreakthedeadlockintheChinesemarket?
Howtoleveragethepowerofthemineralwaterproductitself?
Howdobrandsgetfreeandvaluableconsumerinsightsvia new media?
Inanewmedialandscape,howcanbrandsbe“softandhard”whencommunicatingwithconsumers?
Howdomineralwaterbrandsleverageexternalforcestocreateafaneconomy?
Bottled Water Session HPP TechnologySession
Product Innovation B · April 24th
09:00
14:00
16:00
14:35
15:10
09:45
10:30
11:15 Panel Discussion
BRAND CURATION
Address from Chairman08:55
Dongni Yan, Portfolio Development Manager, Jebsen SpecialtyChemicals Co. Ltd.

Busy modern life and the new generation life style, leave unlimited space and challenges for future food
and drinks development. Snacks will leap beyond the boundaries of tradition and extend in more diverse
directions. There are multiple possibilities for future snacks: Not limited to biscuits and potato chips and
nuts, it may also be a creamy and smooth nutritious yogurt, or fat-burning chips rich in protein, all-powerful
chocolate that can regulate the intestinal tract, and fermented meat products with sweet and sour flavor...
Or is it a crazy combination of these N plus 1 possibilities? Under the general trend of paying equal attention
to health and enjoyment, how to seize this opportunity and explore the future of the fourth meal? Let DuPont
and your company lead the new cross-over innovation on snacks together.
Annie Yang, Strategic Marketing Manager Greater China, DuPont Nutrition &Health
2019
09:20
11:35
08:40
08:30
14:40
15:20
16:00
The fourth meal of health and delicacy - Snacking innovation
wave with N+1 possibilities.
Finally, the world welcomes its fourth type in chocolate—“Ruby”, a new variety introduced since the advent
of white chocolate in the 1930s. Totally worthy of 80 waiting years, Ruby chocolate has no added color,
yet with an innate charming pink; no added seasoning, yet with a natural berry aroma. The unique flavor
and color create a romantic fantasy world and the combination of sweet fruity taste and mellow smooth
mouth feel presents consumers with unprecedented experience. What trend can we expect from this Ruby
chocolate wave?
George Zhang, MD of China, Barry Callebaut
09:55 Farewell Dark, Milk and White Chocolate, We’ve Got Ruby
Snacking: the Definitive Occasion
10:35 Food Show Touring &Tea Break
12:10 Luncheon
Salted Egg Yolk Fish Skin Crisps is coming, flavor of china snacks
are all-round upgraded
Closed
Chinese food and beverage industry has developed rapidly in recent years. Many overseas excellent
product brands ,such as White Lovers from Japan, Wantmore from Thailand and HAITAI from South Korea
,are rapidly entering the Chinese food market, triggering a new trend of fashion snacks. Young consumers
are constantly improving their requirements and standards for food and beverages. The start-up brand,
such as WEiBACK, are also creating an unique scene experience by differentiated single product
positioning in the large category market, much fresh product taste of products as well as the unique design
of packaging and logo. The Hong Kong Style Salted Egg Yolk Skin Crisps from WEiBACK is leading the
new taste of the young people by virtue of the crisp taste different from normal potato chips and the more
healthy product attributes.
Siki Ding, COO, WEiBACK
Snacks Snacks
Product Innovation B · April 25th
Is It EarlyTo Invest In Microalgae?
According toTransparency Market Research, the global value of algae market has reached over $600 million
in 2015 and is expected to exceed $1.1 billion by 2024. Among the algae, microalgae (spirulina, chlorella,
dunaliella and haematococcaceae) dominate in the market share. As a new resource for food, microalgae
are widely used and deeply segmented in foreign countries, especially in categories such as beverages,
baked foods and powdered drink mixes.In the microalgae family, spirulina and chlorella have been deeply
studied. Because of their unique protein and flour substitute functions, they are widely used in auxiliaryfoods
and in regions and countries like Europe, America, Japan and Korea, they have been made into dry powder
to prepare for foods like soup, congee and porridge. According to the incomplete statistics of the Japanese
website KENKO, there are more than 500 kinds of chlorella products or products containing chlorella
components on the market. Although there is still a long way to go before seaweed becomes a staple food,
the future potential of such marine plants cannot be underestimated.
Alvyn Severien, CEO &Founder, Algama
For most consumers, snacking is a part of daily life and always has been. What is changing, however, is
the way people think about snacking and what is considered a snack. Consumers are looking for snacks
featuring health and wellness without sacrifice of convenience and indulgence. Snacking is no longer the
optional extra, but the definitive occasion. It is a central focus of innovation across all food and beverage
categories.
Please join in the presentation by Innova Market Insights and explore how the food and beverage industry
can leverage the snacking trends to seize more opportunities.
PatrickMannion, Managing Director, Innova Market Insights
Shirley Lu, Senior Advisor, Healthy Photon
Build Emotional Connection to Create New Consumption Power
In recent years, more and more people start to wonder whether the New Year in China is becoming duller,
while the answer is obvious. The New Year flavours have always been around people，and people need to
understand and feel them.
In the changes of the whole consumer market, the leisure food consumer market has also undergone
dramatic changes. As a top-ranking leisure snack brand with strong Chinese characteristics, Baicaowei
has been creating a series of gift box product with unique Chinese flavour and meeting the needs of
consumers for New Year gifts. At the same time, we also use IP marketing and popular spokesperson to
expand the market and penetrate into fans and common consumers. Actually, all of the things that we
have been down, are the ways that we match to the Chinese traditions and the New Year flavours.
Jingyue Wang, Co-founder, Baicaowei
14:00 Differentiated breakthrough of Chacha from the perspective of
competition of hundreds of billion yuan’s nut market
1.
2.
3.
BIN WANG, VP, Chacha
Followthedevelopmenttrendofthenutindustryand undertakethemissionofstrategictransition.
Innovation and layout of the whole industrial chain with "fresh and quality manufacturing" as the
core (nut planting and picking, raw material transportation and storage, intelligent manufacturing,
packaging and freshness preservation technology), deepening basic research and establishing
industrialization standards on nut freshness.
Empowering the brand by open innovation(credential building, brand cross-border cooperation, open nuts
collegeconstruction, initiatorofqualityandfresh allianceoffood industry, etc.)

2019Marketing Innovation · April 24th
Growth Path in New Retail Era
09:30
11:15
17:10
14:05
11:45
16:3510:15
15:45
08:35
08:45
12:15 17:45
China Youth Trends and Marketing Innovation Implications
TBA
How to inject a sense of valence value into the brand?
New opportunities from artificial intelligence and blockchain for
the food industry
iQIYI VarietyShow, keep innovating, keep following original faith
The rise of China’s super-tech and its impact on food companies’
value chain
Luncheon Closed
From the post-80s, the post-90s to the post-00s, the rapid changes of the Chinese young
consumers have raised greater challenges as well as opportunities for businesses today.
With 10-years of consumer trend tracking and experience serving many top international
and domestic brands, Youthology will present the key youth trends and marketing innovation
implications with a holistic, in-depth and forward-looking perspective.
Zafka Zhang, Co-Founder, Youthology
Vivian Xiao, CMO, HEYTEA
15:15 Meeting Douyin
Under the current complex market, how can companies make breakthroughs and develop
the new marketing power in the F&B industries, and find the secrets of marketing growth in
this micro-video era.
Rebecca Shi, FMCG industry director, Ocean Engine
Li Jing, Investor, formerVP of Baidu
Steve Yao, VP, GCG Smart Supply Chain, IBM
China food & beverage market continued to experience challenges in 2018 as a result of
slower population and saturation of traditional sectors. Consumption upgrade, driven by
more new categories and new occasions, as well as premiumisation, is the key force behind
growth. Kantar identified active silvers, small town youth as well as Generation Z as major
growth engines to watch out. Kantar identified three most important factors that motivate
China’s Gen-Z shoppers to spend their money on brands: buy more social, I am what I buy and
my pleasure, right now. This means that F&B brands will have to make their product fun,
beautiful and personalized for those consumers. To win in the new retail era, Kantar advise
to build new consumer experience around product leadership, engage consumers through
social media and influencers as well as utilize social + Ecommerce channels to trigger new
purchase occasions.
Jason Yu, General Manager in China, Kantar Worldpanel
Steve Lin, Senior Research Director, KantarTNS
With super high audience ratings of entertainment programs and super high box office
of entertainment movies, Chinese entertainment industry is in full swing. For companies in
China, the unpredictably massive traffic and the hidden marketing opportunities behind this
phenomenon indicate the coming of a golden age for entertainment marketing. For example,
Luzhou Laojiao launched a new alcohol "Taohua Zui" and perfectly embedded it in the TV
series "To the Sky Kingdom"(《三生三世十里桃花》). Nongfu Spring invited the two actors
starring in drama "Guardian"（《镇魂》） to promote its product Lemon C100, resulting in
stock-out of the product due to fans crazy buying behavior. And also in the hot net drama
"Story of Yanxi Palace"(《延禧攻略》)， there are very interesting embedded ads. Let's
explore how traffic is converted into brand sales without being annoying.
Dong Xuanyu, Entertainment Marketing Center General Manager, iQIYI
Supertech giants will have a profound impact on the future of food and grocery retailers.
Companies will have to adjust their strategies regarding supply chain/logistics, product
innovation and marketing/advertising. We already know that data and technology is an
important asset. What’s new with supertechs, is that this data can also flow from the
consumer to the manufacturer (C2B). This can create a reversed supply chain, in turn
guiding production activities and improving operational efficiency. To succeed in the future,
we believe food companies will need to take at least a few steps: 1) Establish new principles
and build effective operational models tailored for the digital era 2) Redesign marketing/
advertising, product innovation and even the supply chain 3) Cooperate with supertechs to
invest in new technology.
Michelle Huang, Director, Consumer Foods Analyst, Cooperative Rabobank U.A
Shanghai Branch
Trends Trends
14:35
Looking back on 2018, we can see that the long-established enterprises have been
constantly innovating with rejuvenation strategies to keep up with the market; the
newly emerged enterprises have been infusing fresh blood into the market, making their
competitiveness not to be sniffed at; the local enterprises demonstrated the “glory of
domestic products” with rapid innovation; the localization of foreign companies is better
implemented... We always believe that innovation will push forward the continuous
development of the old and evergreen food industry, and hope to bring along more
innovations through innovating. FBIF and A.T. Kearney initiated the solicitation and selection
of China’s top 10 innovative food companies 2018, and the selection result will be announced
in this session. Who are going to appear on the list of China’s top 10 innovative food
companies 2018?
Maple Zhang, Senior Principal, A.T. Kearney Greater China
昨天Special Release: FBIF X Kearney Release the rankings of the top 10
innovative food companies

2019
09:00
10:15
09:45
08:50
How consumers make decisions in the Cloud era
How brands get the First Moment of MarketTruth
The digital economy is coming to the fore, how does China's digital transformation affect marketing? How has the consumer decision journey changed? Amy chen will give you answers.
Amy Chen, Sr.Marketing Director, JD Cloud
In the process of digital transformation, consumer goods companies often encounter the following key obstacles:
· China is a vast countrywith numerous terminals, data collection is time-consuming and laborious, and there is a lackof store data in the first moment
· Manual input by dealers/sales representatives/third-party auditors lacks objectivity in data collection
· There is no comprehensive, accurate data to identify the key drivers of business growth
· Due to low data granularity, it is not possible to accurately evaluate the compliance of shelves and displays
· There is no store-level data to analyze the effectiveness and authenticity of marketing promotions
· Lackof insight on how to delight shoppers, dealers and retailers
Trax helps consumer goods companies establish the First Moment of MarketTruth, win in stores, and win in China's new retail!
Trax is the leading provider of computer vision solutions and analytics for retail, recently ranked in the top 25 Fastest Growing Companies on Deloitte’s Technology Fast 500 list. The company enables tighter
execution controls in-store and provides clients with the ability to leverage competitive insights through its in-store execution tools, market measurement services and data science to unlock revenue
opportunities at all points of sale. More than 175 top brands and retailers leverageTrax globally in more than 50 countries to manage in-store execution and increase revenues at the shelf. Clients include Coca-
Cola, Budweiser, Heineken, Diageo, Nestle, Henkel and Tsingtao beer.
Nancy Wang, Managing Director, Greater China, Trax
Marketing Innovation · April 25th
11:40
11:00
Grab theAttention of Customers, Keep Your Brand Popular
How to establish the granary in the age of consumption revolution
Chicecream is probably the most expensive ice cream bar in China. An Ecuadorian pink diamond bar was sold for 66 yuan, and 20,000 pieces were sold out in only 15 hours! On Double 11 shopping carnival 2018,
Chicecream's daily sales exceeded 4.6 million yuan with sales index ranking first in Tmall ice category. Its pop-up shops are also the "holy land" for fashion-lovers, with more than 10 million people participating in the
activity. However, Chicecream was justfounded in March 2018.
In recentyears, there are always some brands that appearfrequentlyin our life and flood all screens, becoming cyberstar bya sudden meteoric rise. But we will find that manybrands tend to be popularfor a short period
of time, and then wasforgotten bypublicwith the birth of new trend.The new trend is temporary, but the customer’s habit is permanent. How to cultivate a habit, iswhat Chicecream keep thinking about.
· After the era of hot single product, how can we find the next booming sector in food and beverage industrywith the base of tasty products?
· How can we influence more people?
· How can we build a lasting relationship with customers through innovation in the face of frequently upgraded consumer demands?
· What should be finely done for building a long lasting brand?
FrankLin, CEO, Chicecream
Sun Shijun, CEO, Hangzhou Adopted A Cow biotechnology Co., Ltd.
Shealynn Chin, Senior Strategist, Silver Bullet
12:15 Closed

a.
b.
c.
d.
e.
Victoria Pekarska, Regional Brand Innovation Lead, HP
2019
08:40
08:30
09:25
15:00
14:30
11:00
10:00
12:10
11:40
15:30
16:00
17:00
16:30
Quantifying the Business Value of Design
Designing multi-sensory brand experiences
How to evaluate the sustainability aspects of a packaging system
Small closure, big change– “Flip” to a new world
ART X BIZ: Open the door for brands to walk ‘IN&OUT’
Luncheon
The Future of Digital Print for Packaging to 2022
Closed
What’s the most valuable investment a CPG company can make in order to deliver the most
impact? Turns out the answer is Design. In this program, The Business Value of Design, Mark
Dziersk, a Partner in McKinsey Design will present data and case studies from McKinsey’s
recent extensive research study on design. McKinsey and Company reviewed 300 companies
over a 5-year period and looked at over 100,000 Design actions and collected 2 million
pieces of financial data. The outcome is a unique view on the value of design to business and
a perspective on the best practices for CPG’s to use design most successfully. In addition
to this research, Mr. Dziersk will also profile best practices for executing design in CPG and
FMCG goods. Mr. Dziersk will do this by sharing a number of recent case studies, methods
and techniques all centered around Design thinking methodology.
Mark Dziersk, Partner, McKinsey Design
Elisa Chen, Group Director, LPK China
Motivated by the power of multi-sensory storytelling to design meaningful and purpose-
driven brand, product and service experiences that excite and engage people, Ximena has
been inspiring, instigating and leading teams for the past 25 years. At Nestlé she influences
and guides the creation, leadership and championing of brand design experiences, anchoring
these activities around the senses. Her talk will stimulate and inspire through sharing ways in
which Nestlé brands have brought to life brand experiences that are multi-sensory by design.
Ximena O'Reilly, Global Head of Visual Identity&Design, Nestle
Brands are looking to match sustainable and ecological content with equally sustainable
packages. Safer food, less waste and a lighter carbon footprint. These are some of the
benefits of choosing the right packaging system with a full life-cycle approach.
Anna Palminger, Sustainability Manager, Ecolean Group
There’s a packaging dispensing company, you may not know the name, but you must be
familiar with its products. Unilever, P&G, L’Oreal, Pechoin, Nestle, Coca-Cola, PepsiCo, Nongfu
Spring, FIJI, Yili, Abbott, Heinz……the dispensing closure of their products mostly come from
this unique, with more than half-century operating experience group – Aptar. Though small,
bottle closure is critical to user’s experience. When netizens were still relishing the joke that
“weak girls cannot open the bottle cap”, Aptar’s innovative closure has long been popular in
streets, such as their genius sport closure for Scream Energy Drink. When the new wave of
experience upgrade hits, what’s Aptar planning in advance? Next “bottle closure revolution” is
waiting foryou to join!
Powell Guo, Sales Director of F+B, Greater China, Aptar
During the short time among 2016-2018, the Chinese local design new star L3 Branding
has become the only one at APAC being recognized as Coca-Cola’s Global Tier 1 Creative
Supplier. The agency has helped many leading foreign and domestic F&B brands such as
Coke, Sprite, Fanta, Mead Johnson, COFCO, Mengniu etc to upgrade the image. And it also
won two Gold Pentawards consecutively, which offer a good example of balancing business
performance and art pursuit. By sharing these cases, L3 will lead us to:
1. How shall world-known brands walk in local markets byvisual upgrade?
2. When big local players recognize the importance of design, how to catch up?
3. How does design help brands most?
Grant Li, Creative Director, L3 Branding Experience Design Center
Into the Future with Cans
The metal packaging has a stable growth in the global market due to its excellent protection,
high cost effectiveness and strong regeneration capacity and other features. And it is
the most widely used packaging in the F&B field. Since the early 19th century, the metal
cans have been used to store food with a stable market foundation, but at the same time,
the monotonous can sizes start revealing obvious problems without a flashy new shape.
Nowadays the consumption upgrade is an inevitable trend in China. Only by taking this wave
can the new product be recognized by the market. Luckily in recent years, the new kinds
of metal packaging characterized with lightweight, differentiation and resealable functions
emerge as the time require. And the packaging enterprises are providing more and creative
choices for brands and consumers by enriching upstream products and services. Are you
curious about how to create the future with cans? Come and join us!
Chris Zhou, Vice Chairman, Origin Technology Co., Ltd.
Innopack · April 24th
Design &Strategy Materials &Technology
Economic short runs offer more possiblities to different versioning
The power of engagement, eg. Coca-Cola 's named bottles and Oreo let consumers color
the package case
Quick adaption with legislation
Track and trace
Design improvements
Consumable Packaging & BioPlastics for Consumer
Food Retail
Brandy Klingelpuss, Co-founder &Creative Director, The Robin Collective
Robin Fegen, Founder&Director, The Robin Collective
Showcase

In the information dusting era, packaging decision-making power drives brand growth
Closed
2019
09:00
08:50
10:05
10:35
12:05
09:20 Changing tastes– designing for our future lifestyle
So, you want to be a lifestyle brand? Jonathan Ford, Pearlfisher Founding Creative Partner will debate just why lifestyle has become the ultimate aspiration for so many global brands today, but also such a complex
and ever-evolving challenge. Jonathan will define the future of lifestyle branding as highlighted in Pearlfisher’s latest insight report – Life Mode – which explores the aspirational lifestyle branding sector and the
opportunity it showcases forfood and beverage brands to be the change-makers in this highlydesirable space if theycan understand how consumers will live in the future. Jonathan will underline that byembracing
three corresponding and key areas of change that will shape the future of lifestyle - optimising consumers’ needs for personal progression and optimisation, creating new communities and establishing new and
more meaningful legacies- brands can future-proof their offer to create the change their consumers want to see.
Building on a pedigree of brand design for international clients, including NongFu, Cadbury Dairy Milk and Blue Bottle Coffee, Jonathan will illuminate how visionary, purposeful and committed food & beverage
brands, products and services can take their consumers into new and unchartered spaces bydesigning for the lives we want to live- and giving them more than just a taste of what theirfuture lifestyle has to offer.
Jonathan Ford, Founding Creative Partner &CEO, Pearlfisher
In the era of information dusting, consumers have received unprecedented information while the stimulus threshold has increased significantly. The entire consumer decision-making system established by
advertising in the past has quietly changed. The role of packaging design in the terminals has undergone substantial changes from transmission to communication, terminal differentiation to packaging decision-
making power, product perception to brand reach. Facing the rapid changes in the market environment and consumers, how can brand packaging respond flexibly? How to judge the effective solutions of
packaging design and hidden minefield? Peng Chong, the founder of PESIGN, the winner of the first Pentawards Platinum Prize in Greater China and the first reddot and iF awards in China’s dairy products, is to
share the advanced design methodology accumulated in the long-term service of domestic and international fast-moving consumer goods brands. Meanwhile, he will discuss with many excellent brand producers
about the practical design solutions in the field. It is a great chance to updateyour mindset of package behind the brands.
1. Misunderstanding of the 3-second law and how to establish the decision-making power in package.
2.The basis of the design is to solve problems: accuratelydetermine the packaging problems.
3. Advanced methodology: packaging occupancy and barriers; not filtered byconsumers; no opportunities forfollowers.
4. On-site exploration: What areyour most concerned issues in packaging ? How do the first-tier brand producers solve them?
Setup of excellent linkages: PM, designers and suppliers, and post-95consumers of the new generations will respectively represent three important groups in the real business environment. Then, they form three
camps on site to confront and cooperate. So it is not only a smooth expression of appealing and theirvoices, but also a consideration of decision-making for packaging among different groups.
Peng Chong, Founder, Pesign
Workshop
Innopack · April 25th
Super Package Studio
In this session we bring you with all the fearless imagines about F&B packaging and their real conditions in real life. It is the best place to dive deeper in those package cases being thought by
manyyet executed by little. Let's image and examine.
Experience Wine beyond Glass
Augmented Reality (AR) was invented almost eight years ago, and was soon adapted in food and beverage industry for packaging. There are many excellent practices, generated huge excitement in the
market. But more often, the application is strive to justify itself between the investment and return. Questions have been asked:
1. Is AR packaging a one-time thing?
2. How can AR fulfill different shopping needs?
3. Except traffics and share of voice, what else can AR do foryou?
Too many good-looking packages in the world, too few stand out an interesting brand character? Find out how to have consumers experience wine beyond glass with AR technology.
TommyTse, Regional PR Director, Asia, Middle East, Africa &Global Travel Retail, Treasury Wine Estates
Elisa Chen, Group Director, LPK China

1. To emerge from a niche category like from nowhere, or to get developed by differentiation
in a big market?
This is the choice for startups. One is the less competitive niche market, with lots of blank
opportunities, and the other is the big market with existing consumer base and fierce
competition. They are not totally opposite. What we need is thinking. Would a small category
have the potential to become a big one? And how can we maintain continuous innovation to
avoid greatly intense competition?
2. How do food startups balance their relationship with giants? How to view the M&As
between them?
Nowadays, it is very common for a large food company to acquire a mature food startup or to
invest in a relatively early-stage food startup in western markets. The past year has witnessed
such things in almost every month. In the domestic market, this year Coca-Cola has made
strategic investment in Lepur, and many listed companies or food companies have set up
investment departments, or functioned as LP in consumer funds to focus on early-stage food
consumption. There will be even more food-related M&A cases in the future. For startups,
how do they view M&A and balance the relationship with big companies? Or how do they
workwith big companies? These are very interesting topics worth discussion.
3.Tochoosesingle-brand multi-categorydevelopment, ormulti-brand multi-categorystrategy?
When a food startup develops to a certain stage, it needs to consider diversified development
of the product or the category. At this time, it will face a choice: to explore a new category
under the existing brand or name a new brand for the new category. After making the
decision, it also needs to consider how to manage and operate the company correspondingly.
For example, for multi-brand management, is it better to choose a team for a respective
brand, or a team for all the brands? Which one is the best?
Moderator: Elaine Shuang Qiu, Ventures Analyst, Food &Beverage, Plug and Play
Guest: Chen Zhao, Managing Partner &EVP, Plug and Play China;
Pan Pan, Managing Partner, Tiantu Capital;
Alessio D'Antino, Founder &CEO, Forward Fooding
CAOPENG, CEO, SMEAL（Shanghai) Biotechnology Co., Ltd.
Li Jing, Investor, formerVP of Baidu
Hao Lixiao, CEO, Zhou Hei Ya
2019
08:30
08:20
14:15
09:10
14:45
09:55
11:35
10:50
12:15
16:15
15:15
17:15
How To Find Great F&B Brands on Chinese Market?
Investing to Build Iconic Food and Beverage Brands
How to use Internet thinking to create an excellent food and
beverage brand
How Pepsi works with start-ups and builds a broad network
Luncheon
Rules for Start-ups
Closed
With consumption upgrade, the consumer market has received unprecedented attention
from the capital market. Even funds that once invested in the Internet industry have set up
consumer funds, such as Gaorong Capital and Joy Capital. Food and beverage market is
massive and large-scaled, and many listed companies valued 100 billion yuan are born on the
segmented markets, such as Moutai, Wuliangye, Yanghe, Haitian Flavoring & Food, Yili Group,
Mengniu Group and China Resources Beer. Meanwhile, with increasingly mature consumer
market and retail environment in China, some changes occur, be it market landscape or
consumption habits. And some excellent consumer brands, especially the food ones will
emerge from the chaos. How do capital funds find companies that might become great in
F&B industry? What categories these companies may appear in? How do capital funds find
them at their early stage? What are the characteristics of these companies?
Jeacy Yan, Partner, IDG Capital
VMG Partners is a well-known American capital funds investing in consumer products,
especially those early-stage consumer brands. VMG Partners invested in Bare, KIND, and
Spindrift. How do these early-stage consumer brands funds find the best brands? How do
they support these brands after investment?
Kara Cissell-Roell, Founding Partner, VMG Partners
Austin Kozman, R&D Director of Global R&D External Innovation, PepsiCo, Inc.
The Rise of Early Start-Ups and Accelerators: How the food
Industries can adapt by using Open Innovation Concepts
1.
2.
3.
Dr. Olaf Gruess, Technology Manager &Global Connector, General Mills, Inc.
Exploring how the educational landscape changes from subject matter expert to and
entrepreneurial education
Providing insights to “How the Industry needs to change” with real life examples
Providing solutions through technology scouting and Open Innovation
The 21st century is the era of the Internet.The rapid development of TMT industry has trained a
batch of outstanding Internet talents. Building a food and beverage brand by internet thinking
is not as simple as just selling a product idea on Tmall. Instead, we use differentiated category
positioning, immersive product experience, rapid iterative product developing logic, the product
details of the low threshold and high barriers, combined with distributed flexible supply chain
management and one-stop marketing promotion and omni-channel saturation coverage,to
achieve better product experience and market impact. A lot of new internet food products,
such as Genki Forest Tea, Single Dog Green Mustard Potato Chips, and WEiBACK Salted Egg
Yolk Fish Skin Crisps, which have got a rapid user growth during the recent years, are all great
examples of explosions created bythe combination of the Internet and the food field.
TOFUWANG, CEO, WEiBACK
Panel Discussion
Food & Money · April 24th
Topic Released On-Site
Tenghe Hu, Managing Director, CITICPE

2019
08:45
08:50
09:30
12:30
How Come 3G Capital so Successful?
Closed
Oreo cookies, Budweiser beer, Burger King, Maxwell House coffee, DQ ice cream, Wrigley, Cadbury, Pacific biscuits, Prince biscuits, Chips Ahoy, and Heinz baby rice cereal, all above
foods and beverages and brands you encounter or love much belong to Warren Buffett and his good friend Jorge Paulo Lemann, the richest man in Brazil.
Cristiane Correa, Author of the Book Dream Big, Consultant in Brazil
In recent years, with the explosive growth of Start-up companies in the food industry, more and more products that can technologically and individually solve consumers' tricky problems
emerged in the market, which greatly challenged and subverted the food industry in aspects of product concept, supply chain efficiency and sustainable development. Innovative
products like the Beyond Meat that stirred up the trend of artificial meat, the Sprindrift that redefined the Bubble Water, the Ripple Foods, which is the representative of the new plant-
based products and so on, which greatly promoted the growth of the food industry. And till now, the food entrepreneurship has entered into an unprecedented pop stage.There are
also many innovative forces for the food industry in Chinese markets. Hence, FBIF2019 organized this special Roadshow "Hi Founders!", trying to build a bridge between start-ups and
capitals to accelerate the iterations and innovations in the food industry. They will help you understand the investment logistics behind successful investment cases, post-investment
management experience, and enlighten the opportunities for entrepreneurship in the food industry.
Juries
Ruodi hu, Managing Director, Sequoia Capital
Huang Hai, Principal, FREES FUND
Chen Zhao, Managing Partner of PNP China, Plug and Play
Pan Pan, Managing Partner, Tiantu Capital
Wang Daoping, Partner, China Growth Capital
GraceTang, Partner, Charisma Partner
Li Xin, President, Sustenture
Food & Money · April 25th
Road Show: Hi Founders!

FBIF2019 Successfully Held in Hangzhou - Agenda

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